Behind the Box: An Interview with Backlash

Welcome to Behind the Box, our new series to introduce you to exciting merchants on the Cratejoy Marketplace! Each of these merchants has a unique, important story to tell, and we’re eager to help spread the word.

Today, we sat down with Bernice, the founder of Backlash! This brand-new beauty box helps you look legendary with two pairs of handcrafted, 100% mink lashes at the price of one each and every month.

With Backlash, women and men have an inexpensive option to look as glamorous as they would at a much higher price point. Learn more about this exciting business below!


Tell us your story! What inspired you to launch your business?

Every woman deserves to look their best. Eyelashes can be expensive to buy and have applied. Backlash was created to eliminate that. It allows women to easily apply and wear handmade mink lashes for a fraction of the cost. Women pay top dollar for long, beautiful eyelashes. For those who can’t afford them, they are forced to buy drugstore-quality lashes. I am someone who believes in affordable beauty for all!

Who do you envision as the target customer for Backlash?

My target customer is a DIYer and/or professional makeup artists or they just love lashes. They are both male and female between the ages of 18-40.

What speaks to you about the subscription box model? Why did you decide to start a subscription box vs. sell as a traditional e-commerce business?

My decision to do subscription as opposed to the traditional is, I haven’t seen a ton of monthly eyelash boxes. I also feel like a monthly subscription is pure convenience. No lines, no hassle, no worry. Worrying causes stress lines, and nobody wants those!

So true! Is there anything else you’d like customers to know?

That every eyelash is handmade real mink.